Roche Diagnostics Canada has begun a national marketing campaign for its Accu-Check line of diabetes management products. The effort, called "We've got you," was developed by Cossette of Montreal. It consists of a 30-second television commercial that is airing on conventional and specialty channels, as well as online and print advertising and social media activities. The campaign also includes a contest component called "Care to Win," conducted through the brand's Facebook page. "For over a year, we have chosen to differentiate ourselves from the industry in our communications," said Chantal Cloutier, manager of the diabetes care consumer group at Roche Diagnostics. "Every day, we are in contact with people living with diabetes and we notice ceaselessly that what they want most is to live their lives as normally as possible. Accu-Chek understands them and wants to be there with them. We wanted an inspiring campaign that highlights this human element rather than just the product."